Star tech

With the return of passengers to pre-pandemic levels, aviation is entering a new era where challenges and opportunities lie in digital and commercial innovation.

With smart investment in digital innovation, airports can ensure operational efficiency and a seamless passenger journey that also brings commercial benefits.

Biometric technology
In 2021 Narita International Airport in Japan launched `Face Express' (seen above), a contactless airport experience for passengers. When passengers check in at biometric kiosks, their facial imagery is captured and verified against their passport which is then used throughout their journey, including at bag drop-off, security and the boarding gates. The use of biometrics has increased operational efficiency at the airport while also ensuring passengers experience less congestion and can spend more time browsing the retail offering.

E-commerce
Many airports and duty free operators are also launching E-commerce sites so passengers can have a seamless shopping experience. Airports such as Auckland's `The Collection Point' and Dublin Airport's `Click & Collect' enable passengers to shop duty free and get other travel retail savings online before they fly. Passengers are then able to collect their purchases in the airport at the beginning or end of their trip without the inconvenience of shopping on a tight timeline or travelling with their purchases for the entire journey.

Concept stores
Digital innovation also gives brands and airports the opportunity to create impressive and interactive concept stores. Ever Rich Duty Free at Taoyuan International Airport recently unveiled a digitally immersive pop up discovery store for Glenfiddich. Passengers can have their movement captured by a motion sensor which creates an evolving piece of computer-generated art that references the process in which the whisky is made. Passengers are also able to personalise their purchases with a written or recorded message by scanning a QR code on their phone.

Virtual shopping
Lotte Duty Free recently showcased their `Virtual Lotte Duty Free Tower' - a virtual shopping space hosted in the Metaverse.  While still in the early stages, the virtual shopping space enables passengers to try on clothes, shoes, and accessories from participating brands. The space includes four floors of shopping, a lobby and fitting rooms, where passengers can switch to first person mode to try on clothes. The ultimate objective is to expand the scope of airport's e-commerce sites using the metaverse to build an impressive airport experience.

The use of digital innovation can help airports in building a seamless, exciting, and immersive travel experience for passengers. Airports therefore must ensure that they begin to develop and build on their current digital infrastructure now in order to improve the passenger journey and commercial shopping experience for passengers into the future.

Katie Hastings

Case Study: Brussels Airport - Digital Loyalty Strategy